BRAND MANAGEMENT

INDIVIDUAL ASSIGNMENT ON
BRAND POSITIONING

Topic- Herbal Shampoo - Exclusive, Superior Quality,

Wide Range, Premium Pricing.

Brand Name- “Sanguine Herbal Shampoo”

Submitted By- Submitted To-

Sana Mehwish Professor Rajeev Kamble
Sec. C
201821035
 Introduction-

Sales of personal care products made of natural, Herbal and Ayurvedic ingredients, the so-called
natural’s category, are growing 1.7 times as fast as the overall market, consumer data analytics firm
Nielsen India said.
In a report titled “But Naturally!", Nielsen said the naturals make up 41% of India’s personal care
products market by sales and is valued at Rs18,500 crore.
Same is the case with Hair Products specially Shampoo.
The demand for Herbal Shampoo is increasing because of customer’s deviation from chemical
substances and indulgence towards natural products. Customers now demand products whose benefits
are long lasting and are safe on their body, thus this shift is increasing.

The image shows the market share of various companies in the Shampoo Industry.

Competitors-

There are various competitors in the Premium Herbal Shampoo Industry, The common Properties
are:-

 They have Zero Chemicals

 Common herbs include Coconut, Almonds,
Neem, Milk, etc.
 They are expensive
 Generally focusing on Reducing Damage
 Smooth & Strong Hair
 Have Healing Effects.
 SANGUINE HERBAL SHAMPOO

Understanding the Product:-

1. Features – Sanguine Herbal Shampoo is a Premium class, Exclusive shampoo.

- It provides Frizz Free hair
- Makes hair silky smooth
- Contains herbs like, Rosemary, Aloe Vera, and Amla.
- Rosemary helps in Growth of New hair
- Aloe Vera provides silky smooth and frizz free hair
- Amla (Indian Gooseberry) gives Vitamin C and helps in providing shiny hair and
adds volume to it.

2. Benefits – Sanguine Herbal Shampoo provides the following benefits :-

- No Chemicals added
- Makes hair strong from within
- Provides Fragrant Hair

3. USP – The USP should be

(a) Attainable – So that it is easy to achieve. Should be Feasible.
(b) Tenable – It should be real and linked to the main job of the product.
(c) Sustainable – It should not change from time to time. Should last long

(A) Point Of Parity (POP) – The Basic Features included in its competitors, i.e.; other
herbal shampoos, as well as present in it are as follows:-
- Power of Natural herbs
- Zero Chemicals
- Stronger Hair
- Long Hair
- Prevents Hair fall
- Makes Hair Stronger from the Roots

(B) Point Of Difference (POD) – The uniqueness of a product is its Point of Difference.
Sanguine Herbal Shampoo contains the following POD:-
- Rejuvenates Hair Growth
- Gives Volume to Hair

Thus, the USP is that various herbal shampoos prevents Hair fall, but Sanguine
Herbal Shampoo along with preventing Hair fall, also helps in Rejuvenating new
Hair Growth thus helps in providing Volume to Hair.

Hence, abiding by its Tagline,

“Your Hair is Your Crown”

 Understanding Customers:-

Sanguine Herbal Shampoo is an exclusive, high class and Premium Priced Shampoo, so its
customers should be chosen keeping their choices and preferences in mind.
The STP for this product will be as follows:-

Segmentation:-

The Segmentation will be done geographically as well as demographically.

1. Geographically- Sanguine Herbal Shampoo will target Tier 1(Metro Cities) and Tier 2
(Capitals) cities. District Capitals can be targeted later. Rural city will not be the Target.
2. Demographically- Adults aged, 22 to 45 both Men and Women are the target market.
Also teenage/young girls are the target.

Targeting:-

The Target Market for this product will be Upper Class and Upper Middle Class families of
Tier 1 and Tier 2 cities.
Both Men and Women and Young Girls of these families will be targeted.

Positioning:-

The Positioning of Sanguine Herbal Shampoo is reviving “Self Confidence”.

This can be understood by the following advertisement campaigns.

Advertisement Campaign:

1st – A young 24-25 year old lady, who is a working women and is very successful is
suffering from heavy hair fall. She is very under confident because of her looks (because of
limp, dull and less hair) despite her high profile job. After trying several herbal shampoos, she
switched to Sanguine Herbal Shampoo. After using she noticed less hair fall and new hair
growth. She and everyone else too noticed the added volume in hair. Her hair was silky
smooth and shiny. She was now looking prettier and was very confident about her looks. She
was now happy. Her hair was like her crown which she wore every day.
The advertisement ends with a jingle, “Your Hair is Your Crown”.

2nd - A college going girl is cribbing about her hair fall to her father. Her father is working
on his laptop and has a high profile job (He is wearing a Blazer and a tie and is busy with his
clients in his beautiful bungalow). Due to severe pressure he too suffers from hair fall. His
daughter is not willing to go to a party because of her undernourished hair. She is not looking
good. His father brings Sanguine herbal Shampoo for both of them. They soon witness the
increased volume of hair and negligible hair fall. They are now happy and confident about
their looks and for them their hair was no less than their everyday crown.
The advertisement ends with a jingle, “Your Hair is Your Crown”.

From both the advertisements we can see that the product is aiming towards rich adults, trying
to revive their hidden confidence. To un-dust their hidden self-confidence with which they
can achieve much more success and happiness.
Thus making people happy by building self confidence in them, by eliminating hair fall
problems and helping grow new hair, Product may achieve a strong place in minds of
customers.